Tiger Energy Drink Marketin Plan

MARKETING PLAN TIGER ENERGY DRINK STAY FOCUSED 1. 0. Executive Summary Tiger Energy Drink offers their consumers â€Å"a unique product endowed with different usage alternatives† providing a beverage focused on positive effects of an energy drink and guarana with an amazing sweet taste. Tiger Energy Drink is an alternative to tea and coffee and can be consumed cold or hot depending on the preference. It has a very sweet taste -not too much intense- and can be consumed as a regular beverage. Tiger is positioned itself as an alternative to coffee since it offers a great variety of caffeine (guarana) and other energy drink since it offers different flavors. Guarana, the main ingredient of the Tiger energy drink, has a cognitive effect. A 2007 human pilot study  assessed acute behavioral effects to four doses (37. 5  mg, 75  mg, 150  mg and 300  mg) of guarana extract. Memory, alertness and mood were increased by the two lower doses, confirming previous results of cognitive improvement following 75  mg guarana. Some research also shows that Guarana has antioxidant and antibacterial effects, and also fat cell reduction. The target audience is working class and is primarily males and females between 25 – 40 ages. The majority consumer group of Tiger Energy Drink includes white-collar workers who spend long hours in office, working parents and young adults. 2. 0. Situation Analysis Tiger, founded 6 months ago by 2 entrepreneurs, is about to enter the competitive energy drinks market in Turkey. Although Energy Drinks market is considerably small, its annual growth rate is around 30% and the market is the most profitable segment of the non-alcoholic beverages market. The existence of big players and many cheaper outlier products will make it difficult for Tiger to establish a strong brand and market share in the short term. In order to do that, Tiger will differenciate in product flavors, hot or cold use opportunities and varied serving sizes. Of course, careful targeting of specific segments and supporting marketing activities will be the key to success. 2. 1. Market Summary Energy Drink market in Turkey consists of 0,35% of the whole non-alcoholic beverage market in terms of the market volume. The total volume of non-alcoholic beverages in Turkey is 7,2 billion liters, whereas Energy Drink’s volume is 25,5 million liters. On the other hand, when the market value is taken into consideration, Energy Drink market gets 3,5% of the whole non-alcoholic beverages market. The value of the whole non-alcoholic drinks market is 8,5 billion TL, and Energy Drinks’ share is 298 million TL. While the average value per liter in non-alcoholic beverages market is 1,18 TL, The same ratio becomes 11,66 TL in case of Energy Drinks. Therefore, it can clearly be seen that this segment is quite lucrative and profitable. The sub-markets, from the biggest to smallest, are water, tea, carbonated drinks, non-carbonated drinks (e. g. ice tea) and coffee markets. Although, its size is small, Energy Drink market has a steady 30% annual growth rate. Energy Drink consumers are usually in the 25-40 age range, upper income level white collar people. However, cheaper products were able to penetrate low and mid income level segments too. These include truck drivers and blue collar workers. Energy Drinks are consumed in many different occasions. The need of concentration and productivity defines their daytime use whereas the need of fun and high energy defines their nighttime use. The table below shows how Tiger addresses the basic needs of its targeted segments. Targeted Segment| Customer Need| Corresponding Feature/Benefit/Product| All Segments| Wake-up in the morning| Tea flavored, hot or cold consumption optioned Tiger (B vitamins and thein)| Students & Professionals| Concentration and Productivity in daytime and work activities| Orange, Melon or Tropical Mix Tiger drinks (Guarana)| | Fun and High Energy in nighttime activities| Orange, Melon or Tropical Mix Tiger drinks (Guarana, Ginseng, Taurin)| 2. 2. SWOT Analysis Tiger has several strengths which do not exist in Turkish market. However, lack of brand awareness and image is the most important weakness. The fact that the competition is well established could be identified as the strongest threat. Finally, the fast growing and profitable structure of the energy drink market would be the biggest opportunity. 2. 2. 1. Strengths Tiger has a number of important strengths 1. Innovative Product: The product has 3 different and well liked flavors which can be consumed without mixing with any other beverage. Alternatively, those flavors of Melon, Orange and Tropical Mix are suited to mix with many different alcoholic beverages. Finally the tea flavored, hot or cold consumption optioned, 4th variation is the revolutionary energy drink product. With its unmatched and tailor-made for Turkish taste tea flavor; this energy drink can be consumed even in breakfast. Its ability to be consumed as a hot drink is also revolutionary. 2. Pricing: Tiger offers excellent quality with better pricing than its 2 major competitors, Red Bull and Burn 3. Product Ingredients: Tiger’s excellent combination of Guarana and Ginseng causes great focus, improved memory and higher productivity. Furthermore, the Thein in tea-flavored variation invokes additional alertness, especially required in the morning. 4. Serving Sizes: Unlike its competitors, Tiger will have 350 ml cans for Orange, Melon & Tropical Mix flavors and 75 ml cans for tea flavored variation as well as the conventional 250 ml cans. 2. 2. 2. Weaknesses 1. Lack of Brand Awareness: Tiger does not have an established brand awareness and image. On the other side, Red Bull, Burn and other competitors have strong brand images. This issue will be dealt with aggressive promotion activities. 2. 2. 3. Opportunities 1. Growing and Profitable Market: The Energy Drink market grows around 30% annually. Furthermore, that sub category of the non-alcoholic beverages market has the highest profitability. 2. Demographics: Turkey’s population is younger compared with European and U. S markets. Therefore, target market size is lucratively big. 2. 2. 4. Threats 1. Competition: The competition in Turkey is well established. Red Bull and Burn share the upper segment of the market with almost 65% of the market value in total. With the addition of smaller and cheaper products, there are around 40 different brands in Turkey. In sum, Turkish Energy Drink market is highly competitive. 2. Energy Drinks’ image: Energy drinks are still seen as unhealthy and unnatural. In 2001, Red Bull was banned in Turkish market due to excessive caffeine content. Red Bull’s caffeine content is 400 mg per liter, whereas Turkish regulations did not permit higher than 150 mg at that time. However in 2004, Turkish Food Codex has been updated according to European Union standards and Red Bull’s ban had been revoked. Additionally, some fatalities occurred after excessive alcohol consumption and it was said that energy drinks were also involved and they would cause death when mixed with alcohol. These incidents along with the banning history of Red Bull strengthened the â€Å"unnatural and unhealthy† image of the Energy Drinks. 2. 3. Competition 2. 4. Product Offering 2. 5. Distribution 3. 0. Marketing Strategy 1. The main marketing strategy is to emphasize Tiger’s distinctive taste, different usage opportunities and size can. The taste is not too intense but very enjoyable with three different flavor. The product has 3 different and well liked flavors which can be consumed without mixing with any other beverage. Alternatively, those flavors of Melon, Orange and Tropical Mix are suited to mix with many different alcoholic beverages. The tea flavored, hot or cold consumption optioned will be an innovative energy drink. The size also provides a longer lasting boost of energy and cognition and production capability which led to the brand â€Å"Stay focused† slogan. 3. 1. Marketing Objectives Since we are completely a new brand we have set realist but achievable objectives for the for the first and second years of market entry First year objectives: In 2012, the total volume of energy drink will be theoretically 33 million liter if we take the consideration of the growth rate and last year wasted volume. We are planning to get a 5 percent share of the Turkish energy drink market through unit sales volume of approximately 5. 000. 000. We have to achieve a steady increase in market penetration. The primary goal is to build and increase both awareness and brand loyalty for Voltro among upper-income professional age 25 – 40. Second year objectives: In second year the main objective is to increase market share from 5 to 8 percent. We are planning to achieve break-even and start to get profit on our third year in business. 3. 2. Financial Objectives Energy drinks are most profitable beverage among all non-alcoholic beverages. The energy drink market is very small compared to other beverages market but it is growing 30 percent per year. Our financial objective is to maintain and increase this grow rate for our business. For the first year specially we would like to maintain a significant advertising budget to execute and utilize different media vehicles: magazine, internet, prime-time television, ambient and billboards. These media vehicles will allow Tiger to reach the desired reach and frequencies while keeping within the budget. . 3. Target Markets Tiger’s strategy is based on a positioning of different and exotic flavors, hot or cold use opportunities and varied serving sizes. Our main consumer target of Tiger is upper income level white collar people, working parents and young adults between 25 and 40 age who want healthy, natural, tasty and a high quality an energy drink with an affordable price. Tiger energy drink h as ability to strengthen memory, increase focus and overcome exhaustion and insufficient energy. Our secondary consumer target is low and mid income level which include truck drivers and blue collar workers who seek to stay alert during driving, working, etc†¦ These type of consumers are only looking to pay less for an energy drink since they consume for a purpose: â€Å"stay focused and alert†. 3. 5. Positioning Kaplan’s strategy is to be an innovative energy drink by product differentiation based on size, taste and hot or cold usage. Using product differentiation, we are positioning Tiger Energy Drink as the most revolutionary, tasty and healthy energy drink. Tiger is the brand of energy drinks that gives you the need of concentration and productivity in day time and need of fun and high energy in night to allow you to do everything you want in a full day of work and play. The fruity and tropical fresh taste leaves you asking for more and the bigger size contain more healthy ingredients than their competitors. Our marketing will focus on the value-priced equilibrium, reflecting the positive side of a big size and product taste and usage alternatives. 3. 6. Strategies Product . 7. Marketing Program 3. 8. Marketing Research 4. 0 Financials 4. 1. Break-Even Analysis 4. 2. Sales Forecast 4. 3. Expense Forecast 5. 0. Controls 5. 1. Implementation 5. 2. Marketing Organization 5. 3. Contingency Planning ——————————————– [ 1 ]. Market values are taken from Nielsen and Canadean’s data. While Nielsen measures retail market data, Canadean m easures â€Å"outside home† consumer data. Non-alcoholic beverages market data excludes pure milk and home use demijohn water products.

Objective Synthesis

In â€Å"HARD BODIES† by â€Å"STUART EWEN† and â€Å"THE SPORTS TABOO† by â€Å"MALCOLM GLADWELL† outlines particular sports in addition to the differences between the athletic individuals and the ways in which they experience extracurricular activities. The first article listed begins by introducing a man named Raymond who is hoping to achieve the body figure in which he has always dreamed of having. It goes through his daily workout in detail in which he accomplishes after a long day in his office.To achieve his long wanted goal, he works on parts of his body piece-by-piece, practicing repetition in a room surrounded by full-length mirrors. The author then begins describing various advertisements with pictures of quote-on-quote perfect bodies. Both men and women pose together showing off their tone and completion with a light coating of oil. Men generally expose their upper half, as women tend to expose their arms, shoulders and stomach. The author beli eves that these advertisements undergo more meaning then just the exercise in which they advertise.They are more to attract viewers into wanting what they see and spending the money in order to achieve that particular body figure. After reading this article, my mind brought me to think back to many advertisements that I have viewed on shelves of stores as well as gym membership pictures. These figures we see, as they appear toned and have perfection, are never the raw images of these particular individuals. When an advertisement states that the reader should start a new physical training in order to achieve this goal, it includes a denomination of false advertising.These images of these built individuals claim to have recently started new workout habits when in reality these models have kept in shape all their lives and have worked out daily in order to achieve their body types. Women in the workforce viewing these advertisements wanting to appear as these younger more fit women bel ieve they too, can achieve such a body if they begin a new workout routine. The last article discusses the concerns of mainstream sports, while taking a further look into psychology as well as the social identity of an African American athlete.He explores the subject through various data, experiments and observations and captures conclusions within his text using style and formality. Endearing the racial views of sports in society, author Malcolm Gladwell seems to strive to change the reader’s view on this particular aspect throughout his wording. He wishes to illustrate a cause for race not to stand as a criteria position in American sports, but instead for the athletic ability to form as a leading role in such opinions. In the course of his detailed argument, he proposes ideas of equality and nonjudgmental aspects of athletic stereotypes.These two particular articles differ in many ways, one being the opposite perspectives of the body image. Given in the first article, Stua rt Ewen had a perspective displaying the importance of body image by telling the story of the man named Raymond. In the second article, however, Malcolm Gladwell displays the non-importance. Ewen gives perspectives from the eyes from Raymond, and his lifelong journal of workouts in order to achieving his goal weight and body muscle. Translated through the second article by Malcolm Gladwell, he perceived a perspective of the aspect in difference.His article proclaimed that the race and amount of money individuals had could have a say in sports as well as who belongs to what category for each. He does not believe in the stereotypes in which people create based off race, nor does he believe in the theory of success at sports depending on money. What I find to be important about the differences of these two opinions as well as views on this particular subject is the reasoning for each viewpoint. Perhaps the background of the author as well, contributing as a factor of the standpoint in which their opinion exists.Could the background of the author, Malcolm Gladwell, contribute to his reasoning to the stereotypes of sports players? As well as the perspective from Raymond? The author may also have these strong opinions because of their ethnicity or religion, or opinions of their friends and or family. I, for one, stand from a similar viewpoint as Raymond with the concern of working out and keeping the body as wished. Achieving one’s desire body type can be of life’s most inspiring goals yet. It tells any average person that if they persevere, they can reach their goals.From a similar viewpoint, both authors did have a strong belief relating to the importance of a subject pertaining to sports. One believed that it is important to look the way you want, and to work extra hard to get there, while the other mentioned the unimportance of how society today sees many stereotypes of how certain people are meant to play certain roles in sports. Many similar peop le stand evenly gifted according to each other without reasoning. He fights that there is no other side to the previous statement. Lyons, Gregory T. Body and Culture. Hard Body. 1950. Print. Lyons, Gregory T. Body and Culture. The Sports Taboo. 1950. Print

Online Relationships

Online Relationships Cyberspace relationships have the advantages of time, distance depletion, and fantasy abilities (Suler). Internet users can take on different identities or take part in fantasy games. They can become someone else. James Katz and Philip Aspen report that the Internet is a place to make friends and stay in touch with far away relatives (Stoll). It makes distance disappear. Also, online a person is given time before they must respond to the other person (Suler).They are given the opportunity to better articulate themselves in writing. It is also possible to store conversations with friends on-line (Suler). Sometimes face to face relationships are hard to make. It’s easier for a shy or awkwardly social person to use the internet to make friends. With all of these social advantages, why are there still many lonely Internet users? â€Å"Paradoxically, the Internet is a social technology used for communication, yet it results in declining social involvement and psychological well-being† (Stoll).There is a large gap between people we can touch and people we can onl†¦ heheheheheh eheh jajb ladjbas hbdfhS HDFBASUB LBFHAB SBDFLABSH CLABHK SCVBKBVKHS FVERBVKDSBFU NVA ;V ASK;VAS GBKV RHK VKJ VUIBKJ; SKJVB; V;KEVKJERVIUOVUER HA HA HA HA HA HA AHA HAHA HA A HAHA AHAHA AHJAH AHA AHA A AHAH A AHA A A HA AHA AH AHAHAA HA A AHA HA AHAH KG GTJT NENE EJSD S SMS DC KJFJ G GKGNMF SDN SNSNKSKSW SWKE EKOEOKE W W W W W W W W W W W W W W W W WE

How Lijiaxia hydropower plant disturbs Kanbula forest ecosystem Term Paper

How Lijiaxia hydropower plant disturbs Kanbula forest ecosystem - Term Paper Example Huge mountains extend from the forest with trees covered resembling a sea of forest. The are deflated hills around the Kanbula Forest that are formed due to erosion from wind and sand. The hills are called red cloud landforms (China Ecotourism 2009). Amid the mountains, the weather of the forest change frequently. The forest does not experience four distinct weathers, but the hot and cold weathers that it experience are divided into two quarters. Cold seasons at the forest features cold, windy and dry air. Warm season features monsoon and warm and humid air. The forest’s tough topographical features form a role of microclimate. According to meteorological data records, the average temperature of the forest is l-2.9. The warmest month (July) has a daily temperature of 11.5-13.4. The coldest month (January) has average daily temperature -12-10.1. 3-9 month average is temperature of 7-8.4 â„Æ'; stable over time through 0 â„Æ' for 190 days; plant growing period mean diurnal temperature 13.l â„Æ', frost-free period is about 120 1 134 days; ≠¥ 0 â„Æ', ≠¥ 5 â„Æ', ≠¥ l0 â„Æ' accumulated temperature were A 1500 â„Æ' 1800 â„Æ', 1300 â„Æ' for a 1700 â„Æ', 900 â„Æ' for a 1100 â„Æ'. 2 622-2900 hours of annual sunshine hours, global solar radiation 609-647 kJ / cm. Annual rainfall is 450-490 mm, annual evaporation 1923 mm. Annual average wind speed 19 meters / second, more concentrated in the January-April. Kanbula forest’s soil has five categories. First type is alpine shrub meadow soil that is found at the altitude between 3600 and 3900 meters. Second is the upland meadow shrub soil that is found at an altitude between 3200 and 3700 meters. Third is the grey cinnamon soil that is found at 2600 and 3400 elevation. Fourth type is the chestnut soil that is found at an altitude of 2600 and 2800 meters. Fifth is the grey desert soil that is found at an elevation below 2400 meters (Qinghai Forest Survey Records). Huge mountains extend

Tzedakah Term Paper Example | Topics and Well Written Essays - 750 words

Tzedakah - Term Paper Example The Hebrew word â€Å"zedakah† or â€Å"tsedakah† has been translated into English meaning either â€Å"righteousness† or â€Å"charity.† In earlier times it was referred to also as â€Å"almsgiving.† It can be defined as â€Å"an act of duty incumbent upon men of means to provide for those in want.† (Jacobs et al.: 2011, no page number). One of the main principles of Jewish faith is obedience to God’s laws, and within the Torah there is provision for widows and orphans through a system of giving from the rich. Heilman reports that when he conducted a survey on charity among Orthodox Jews, one man responded â€Å"I give tzedakah for lots of reasons but foremost because it is a mitzvah that the Torah commanded me to do and by doing so I am fulfilling my obligation to be a good Jew.† (Heilman: 1991, p. 134). This shows that giving tzedakah is seen as an important way of expressing one’s identity as a Jew, and of showing one ’s righteousness before God and before other people. It is not just a voluntary sign of goodwill, but a formal ritual that is a compulsory and fundamental part of being Jewish. There is a saying â€Å"charity begins at home† (Goldman: 2000, p. 250) and this encompasses the duty that parents have towards their children and children have towards their parents. ... Each person is expected to give according to his or her means, and this might be a small or large amount. In ancient times there were strict rules on reserving a portion of one’s wealth for giving to the poor and to strangers in the community. This is called â€Å"tithing†, and its purpose is to help people remember that all good things come from God, and that they have a duty to share their good fortune with others who are in need. In modern times it is all too easy to forget this, and get caught up with the materialism of our consumer society, but practising the act of tzedakah is a good way of keeping our feet on the ground. If everyone took this commandment seriously, then there would be far less poverty in the world. The origins or of the term tzedakah come from Deuteronomy 15:4 â€Å"There shall be no needy among you.† From the earliest times, when the Jewish people lived at times in a precarious land, with deserts, bandits and all kinds of famines and disa sters, feeding the needy was seen as a priority. Husbands died of illness or were killed in wars, leaving weaker members of the family in need of support. Many of the ancient stories speak of strangers in need, and the great Jewish teachers are famed for stopping what they are doing to help the needy. Hospitality is a basic duty in the Middle East, and it offers an opportunity to be charitable and generous even to strangers. When Jewish people were spread out across Europe and the Middle East in the diaspora, there were often persecutions and it was only by sticking together and sharing their wealth with each other that many Jewish communities survived. Today there is often a connection between the giving of tzedakah and the life of

Michael Jordans biography as a sportsperson as well as a non-sports Essay

Michael Jordans biography as a sportsperson as well as a non-sports person - Essay Example This research will begin with the statement that born on February 17, 1963, in Brooklyn, New York, Michael Jeffrey Jordan (MJ) is one of the most famous professional basketball players not only in America but also in the world. He has played around 15 seasons in the National Basketball Association (NBA) in the 80s and 90s. Chicago Bulls and Washington Wizards were the major clubs for which MJ had displayed his basketball skills and abilities. It is believed that no other professional basketball players are as popular as MJ. MJ was instrumental in popularizing basketball not only in America but also across the world. Even though the popularity of MJ as a basketball player is unquestionable, his life is not free from controversies. It is believed that MJ was interested not only in sports activities but also in some of the other unacceptable social activities such as gambling. During the playoff season in 1993, Jordan has reported gambling in Atlanta just before one of the crucial match es of his club.   He admitted in the same year that he had lost around $57,000 in gambling. Moreover, author Richard Esquinas claimed that he had won $1.25  million from Jordan on the golf course (Anderson, 1993). In short, the weakness of Jordan towards gambling is well recorded in the history.   Apart from a great basketball player, MJ is a good businessman also. â€Å"Jordan is involved in a number of business ventures, including several restaurants".

Analyze the contemporary challenges facing the u.s. labor movement and Essay

Analyze the contemporary challenges facing the u.s. labor movement and the solutions to revitalize it and help defend workers interests - Essay Example In the middle of the last century labor unions included almost half of the working population. Moreover there was a special department in the US Department of Labor, which took stock of strikes. Now labor unions comprise only small part of American workers and only some part of those workers are the employees occupied in private sector. The main reason is a shift, which took place in the relationship between employers and workers. For centuries labor unions struggled for good conditions for employees. In contemporary world employees are in competition with each other in order to get a better job. American corporations long ago realized that it is more efficient to hire purposeful, responsible, and interested in their job people. Accordingly people, who get a job today, automatically receive all those privileges labor unions had struggled for. Moreover, many corporations give their workers a possibility to become co-owners, offering them an opportunity to get low price stocks of the o wn enterprises. Thereby membership in labor unions for many Americans became senseless. As a matter of fact labor unions cannot find their place in the new system of labor relationship. In the course of time fundamental economic changes had happened in the country. The traditional heavy industry, a stronghold of labor unions, gradually becomes the thing of the past. According to Turner, ‘if unions can not hold their own and adapt to changing circumstances in the core industrial work force, the traditional bastion of labor strength, it is difficult to imagine that national prospects for unions elsewhere can be promising1’. Labor unions also have not been taken in the extremely developing industry of high technologies, and have not been widely accepted in the services sphere. So we can agree with the statement of Robert Baldwin, who claims that one of the factors that contribute to weakling